Unilever’s Sunlight dishwashing liquid has a single, simple promise: it rinses away easier, meaning you need to spend less time washing up. We helped Unilever develop this into a much broader campaign: celebrate the lives of women around South East Asia who have made the most of every minute of the day to pursue their passions and live their dreams.

We’ve now created three different iterations of this campaign, interviewing women in Indonesia, Vietnam and Thailand, dramatising their real-life stories and helping inspire other women around the region to follow in their footsteps.

We do content.

Last year, we wrote and designed over 80 content pieces for Unilever Food Solutions. We have in-house writers and, when needed, we have writers to go to for specific projects. We’ll also find the right images to illustrate the story.

We do content—but we treat it with the same level of creativity as we do with everything that comes our way.

This is just a small selection of the content we’ve created.

The car for drivers, not kids.

Developed alongside the Toyota Gazoo Racing Team, the reborn Toyota GR Supra was designed to race. So that’s how we positioned it as it made its transition from track to road; it puts the ‘sport’ back into the ‘sports car’.

So now the race is on to own one.

Working with existing global assets, we developed a uniquely local campaign, creating everything from print ads to a unique immersive ‘cube’, where people could experience the sights, sounds and even the feel of the new Supra for themselves.

Working closely with our client partners at Unilever, we developed a unique offering: a fabric conditioner that’s personalised to each customer’s preferences.

Societal created and tested a survey to help customers find their perfect fragrance, including the UX/UI of the survey site.

We also created the packaging—which was fully customisable—resulting in 38,000 different ways for customers to create their own label.

The launch involved a Facebook/Instagram campaign and a microsite.

To complete the project, we then created and illustrated all 65 label designs, making a small budget look a great deal larger!

Continuing the theme we established in the first year, we found more female heroines in Thailand—all of whom had bucked traditions and expectations to make a success of their lives.

Mayonnaise seems to have no place in Asian cuisine. That was the perception we set out to challenge when we created “Eats Meets West” featuring Luke Thomas—Britain’s youngest-ever head chef (representing Hellmann’s European heritage).

We filmed him as he cooked in local kitchens in Singapore and Bangkok—in the company of a leading food blogger in each city, tasked with pairing Hellmann’s with local Asian cuisine.

Some of his creations were unconventional, but some of his pairings got a big thumbs up from the sceptical bloggers. And by taking advantage of their following in social media, we managed to get the Hellmann’s name in front of food fans who might otherwise have never considered it a match for Asian food.

Beachbody Gear may have been born in Santa Monica, but its global launch campaign in 2018 came from Singapore, with Societal’s work running around the world.

We’ve now created 3 seasons-worth of Beachbody Gear campaigns—each one bigger than the last. Our latest work, for Spring/Summer 2020, is the most ambitious yet, emphasising the brand’s Californian roots.

For Autumn/Winter 2019-20, we shot in Bali, using dynamic new poses and angles to show off the clothes and reminding people that although the collection was for Winter, Beachbody Gear brings a touch of California sunshine anywhere.

For Spring/Summer 2020, we wanted to showcase Beachbody Gear in a way that takes it back to its roots—the sun-soaked beaches of California.

An effective toothpaste should give you the confidence to get close to the people around you. Close enough to have your first kiss.

This campaign for Closeup in New Zealand got real couples from all walks of life to share the stories of their ‘first kisses’ on camera.

One interesting fact about the films: although they’re 45 seconds long, the data showed that most people watched them right to the end!

Comfort has always cared for your clothes. But Unilever wanted to let people know that this about more than keeping them soft and fresh. Complete care for clothes means helping them to maintain their colour and their shape, too…

Originally created for Vietnam and since adopted by two other countries, this campaign for Comfort Complete Care took a look at the attributes that Comfort brings to clothes—and demonstrated how they can apply to relationships, too.

To announce the arrival of a new fabric conditioner approved by the British Skin Foundation and the Vietnam Dermatological Association, we enlisted the help of some softness experts—babies. After all, if something doesn’t feel good on their skin, they’ll let you know.

As well as creating a 30-second film, we also shot stills on set, creating a library of material that enabled us to create 6-second ads and GIFs for use in social media, maximising the use of the material we shot.

To increase the use of Lady’s Choice mayonnaise in Malaysia, we came up with a new way to connect burger sellers (big users of mayonnaise) with potential customers.

We created a Lady’s Choice-branded mobile optimised site called “Burger Kat Mane?” (“Where’s My Burger?”). This enabled burger sellers in Malaysia to take advantage of free advertising space to showcase their best burgers.

It also let hungry diners discover which of these burger joints was closest to them; simply connecting Lady’s Choice customers with their customers.

Blue Band Master is Indonesia’s #1 margarine brand. However, bakers had now begun mixing it with cheaper competitors. To reverse this trend, we needed to tap into every Baker’s pride and enthusiasm for baking.

So we used a local insight: An Oleh-oleh is a gift that Indonesians bring back when they travel. We created the Blue Band Master Oleh-oleh Competition as a platform for bakers to market their products to every Indonesian.

We created a microsite, a social media campaign, sales kits and films. With our Oleh-oleh microsite and Google maps, we created an authoritative map of Oleh-olehs to guide consumers.

We soon built a database of Blue Band Master customers, recording over 2,000 new bakers for Unilever to sell to.

Unilever Food Solutions work closely with chefs all around Indonesia, providing ingredients and also the inspiration for new recipes on ufs.com.id

So UFS wanted to take some time to recognise the hard work these chefs put in—especially around Ramadan.

We found a real chef in Indonesia and told his story as he provided great food for his customers over Ramadan—despite the fact that this meant missing out on time with his family—a film that became part of a wider campaign on Facebook and the UFS site.

Unilever’s Breeze detergent wanted to celebrate Hari Raya in Malaysia in a way that made the brand a hero and also highlighted some of their CSR projects in the country.

Societal created two films in consecutive years, both of which told inspirational stories and were widely shared and talked about. The films were also recognised by our peers, winning Gold for Effectiveness at the Marketing Excellence Awards, and the second film taking home a Silver for CSR Effectiveness the following year. The first film was also recognised as YouTube Malaysia’s “Best Video for 2016”.

To introduce a new look for Lady’s Choice mayonnaise and get chefs across The Philippines to use it for more dips, we introduced a nationwide competition – “The Choice of the Nation”, inviting chefs to create and submit photos and videos of new dips made using Lady’s Choice.

To encourage them, we created how-to films and developed a mobile-optimised website to submit their entries.

We followed up by producing sales kits and taking the campaign into POSM.

A selection of some of the interesting smaller jobs that have come our way.

Green Golf offered every golfer the opportunity to play golf at a discount. The insight came from the writer—a reflection of his own game.

The Singapore Repertory Theatre tasked us with designing the key visual to advertise “Guards at the Taj”, which was both a comedy and a gory drama.

If you wear contacts Bausch+Lomb had news to tell in press and instore.

No matter the budget. we’ll always try to create work that looks and feels like it was created from a bigger one.

Societal has been working with Suzuki and Champion Motors to help sell their 3 car models—the Vitara, Swift and Jimny.

While they don’t enjoy the large budgets of some of their competitors, we’ve created social media posts that focus on the main feature Suzuki is famous for: fun.

One of Toyota’s most popular models, the 2020 Corolla has been given a complete facelift and re-tooled to be more sophisticated, sportier, safer and more economical to run. To launch this new standard in family cars in Singapore for Borneo Motors, we created a campaign that focused on the specific benefits of the new car—but in a way that even non-petrol heads could understand and enjoy.

To raise awareness of their professional cleaning range (and their partnership with well-known cleaning pioneers Diversey) Unilever tasked us with creating a range of educational materials to help small business owners worldwide understand why Unilever was the best choice for them.

The Unilever Guide to Professional Cleaning is now rolling out globally from our Singapore office.

Another part of the Borneo Motors Singapore family, Lexus has a rich tradition of quality to uphold.

In order to compete with other luxury car brands, Societal has worked with Lexus to develop a style and tone of voice all of its own.

Societal has been working with Vaseline to develop a calendar of social media posts—not just for Asia, but for the world. This ongoing engagement covers a range of events; from holidays to comments on other happenings around the world.

We wanted to give people the chance to experience the feeling of freshness they can get with Comfort Fabric Conditioner, so we created an immersive world where they could see flowers, fresh green fields, lush forests and bubbling streams—via VR glasses.

To encourage restaurant operators and chefs in Malaysia to use more Lady’s Choice Mayonnaise, we gave them some creative inspiration in the form of a series of new dips and possible food pairings. These ‘perfect pairs’ were all written as though they were the subject of romantic novels.

Blue Band has been used in baking and cooking in Indonesia for over 80 years. Its name evokes an instant promise of great taste, consistency and quality. For bakers and cooks in Southeast Asia, Blue Band Master is reliable and always performs. To ensure the brand keeps its place in every baker’s heart, we were asked to help modernise it.

We updated the packaging; from the tins to how they were packed. We looked at every aspect of the brand—from how we talked on the packaging to the photography and typography.

We then interviewed bakers on film to create a complete picture of the brand.